My Thoughts On Running A Podcast Network

The Start of It All

I started my podcast network in December, 2013 and it has been a rollercoaster ride since. I wanted to share where I have been and where I am going so others that are currently doing this or thinking about it can get an inside view. This will be more about my own journey and not about teaching you how to do it yourself or promoting my website.

I run the AM Podcast Network, and I want to kind of detail how the last 18 months have been and what I have accomplished. I started with very limited knowledge in podcasting and no knowledge about running a network. I did not take any “coaching” courses or anything of the sort. I prefer to learn by actually doing it, also known as the hard way.

I had been recording podcasts in my small room that was converted into a “studio/office” in my apartment here in South Korea. The first recording rolled out in early 2012 with some friends. I loved it and it was fun so we continued until each of them left the country. That did not stop me from continuing on my own though. I was hooked and having plenty of fun.

Note: I am an American living in South Korea. Just to clarify.

This pushed me to try my hand at building the network right before Christmas in 2013. Days were spent making it look just right, building the forum, and talking on social media. Social media marketing, SEO, branding, and all the other things that go into being an online success was being laid down. After a few months I had a realization that my efforts weren't doing the trick with only minor gains.

Each podcast went up onto SoundCloud and I waited for listens, but they never came. Working on my marketing, website development, and everything else would be the priority until results would appear. Still, no one came around to listen.

Eventually, I stopped because it had gotten to me. For the most part the efforts dwindled till the end of March 2014, then finally nothing. The “podfade” had gotten the best of me. I didn't record much for almost the entirety of 2014. It was almost like a ghost town on social profiles and the website.

I read all the articles, joined all the communities, and consumed anything with “podcast” in the title. The spark wasn't there for me. This was the year that medical issues creeped in and made this even harder. Needless to say, this was a tough year for me, and connections that use to drop by and say hello even dried up.

It’s not over though. The one thing the military taught me was to not give up. You are allowed to take a knee and get it together, but you aren’t allowed to give up. Let’s go on to another aspect of developing a podcast network that was also playing a part.

Tools of the Trade

My studio setup was and still is pretty sweet. I have 8 large diaphragm studio microphones, a 12-channel mixing board, and a monster editing computer. The chairs would fill the studio as we recorded groups sessions. I have only used Audacity to record to date and edit everything myself. I would be the sound guy and even a host if I had to just to get episodes out. I love this medium.

Once the recording was done I would frantically edit it the best I could and get it ready for upload. I used Fiverr to get the intro and outro done for each show to help me out. I was the only technical person which limited my ability to focus on quality. My job was also to build and manage the website, server, and media distribution across social media networks. This was more than a full-time job to say the least.

I have racks of equipment and draws full of cables to get this job done. Most podcasters that are invested do as well.

My tools were the physical ones I described to the logical ones that transmitted and published the episodes. SoundCloud is difficult to create and audience on, but it is a great tool to host podcast episodes on. This is probably the only tool I have not cracked yet as a growth platform.

I spend most of my time building a Twitter following, managing the Facebook page, writing entries on Google Plus for whatever reason still, and even upload photos from time to time on Pinterest. This week I did my first Periscope stream for the network as well. These are the massive tools of the trade that any podcaster should be using.

Skype is also in the tool belt and Open Broadcaster will be playing a large part starting in 2016. Another tool I have is the Zoom H2n handheld microphone for when setting up the studio is overkill and I just want to throw down a 10-minute episode.

Building the Network (December 2013 — March 2014)

I wanted a network that was something completely different from the rest. I loved the model of Podcast One, the community that a Facebook group gives, and the directory that iTunes has. On top of this I wanted to build an information hub for everything podcasting which meant sitting down and writing endless amounts of content. I did this all by myself in a matter of a few weeks and is well within my wheelhouse.

Involved was a Wordpress/Xenforo combination to do the heavy lifting. I would spend large swaths of time adjusting the look and the controls of the platform. When that wasn’t being done I would be repairing databases on the server or testing new plugins. This was the reality of actually building a network (website really). You need a background in web development or a lot of money. You could just do some crash courses on YouTube, Lynda.com, or Coursera as well. I was lucky enough to have spent 10 years prior building this knowledge set.

I made sure that the site was as clean as possible and absolutely no advertising. UI is extremely important and always should be continued to be refined. Building the platform gave me the experience I would need in 2015. We aren't there just yet, but each month it gets better.

Once the site had each piece moved into place I switched my focus to social media. This would be the essential piece to develop traffic. I focused on all of them. Eventually, Facebook and Twitter would do the majority of the heavy lifting. Sure, the other presence is there, but I can't be everywhere at the same time so no need to be spread too thin. Next, hitting the streets hard was necessary if anyone was going to actually ask to join my momentum.

By February of 2014, everything was wrapping up and working well. Now the focus would be on sustainment and growth. This died off only a month later, and the network would go on to sit for 10 months. In December of 2014, I announced that the network might be closing shop. I had enough and felt that it was a time sink. Some of the fans, or rather friends, asked me to rethink it. After a few weeks I decided to commit 3 years of trying my absolute best.

Actually Running a Network

Running or operating a podcast network is not an easy task. It sounds like you just open a Wordpress site and everyone comes running to your platform. That doesn't happen at all. In fact, I have found only the frustrated ones do in hopes to increase their audience, enlist some help, and get free marketing. I have also experienced that the vast majority of shows aren't committed enough to be a part of a network. (Strictly my own experience, YMMV)

My job is to filter emails that people send hoping to get in. Sometimes I get the ones that just want to drop content off and move along as if the network is just like iTunes. Other times podcasters would submit wanting the world, but only when they have time. The best ones are those that have great sound, passion, and want to be a part of the network and contribute.

I've been burned a few times by betting on the wrong horse. Taking in podcast shows that had little to no episodes under their belts just to prove I can make them better. They passed the interview, and the first few weeks was encouraging. Then the investment in artwork, remastering their sound from episode 1 onward would begin to only see them stop responding to emails and eventually disappear. Money & time down the drain.

For those that disappear I simply remove everything I have posted about them. I make it like they never were a part of the network. I once thought I would just keep it up on the platform and just not add new episodes, but then I thought it would be better to just erase them and move forward. Just lick my wounds from bad investments and get better at picking them.

After the fallout, the next step was to angrily change the requirements to join the network after experiencing shitty commitments. How does one guard against this though? I assume it’s by coming to terms with the gamble. You won’t win them all, and you have to decide what is best for the overall goal. I won’t always remove content though. In the future, content that deserves to be on the site will stay there as an archive of great shows.

You have to start by listening to a podcast show that wants to join the network. Next, scour all of their presence on social media, their website, and how they present themselves to the listeners. Don’t consider a podcast show until they have reached the 10th episode and cut their teeth. Inside though, I am looking for 20–30 episodes before a commitment. You have to adjust the hurdles as you go and get better at identifying those that will bring value apart from the ones that will detract.

My days consist of putting out tweets using the hashtags #podcast, #podcasting, #podcaster, #SoundCloud, and a few others to attract people. Using Twitter alone drives 50–100 visits and more per day to the website. I try to create content inside the forum, post something on Facebook & Google. Then I read and listen to shows. Each day is busy but the growth is on an incline and people are taking notice.

Contributing on Quora, Reddit (r/podcasts & r/podcast), and even Medium is entirely optional. Some just don't have the time for those.

Commitments From Shows

The struggle with getting real commitments from podcasters is absolutely present. It’s also important to recognize that is a hobby or a side gig for many. An overwhelming majority of podcasters have full-time jobs, myself included, and simply can't be “all-in” because life happens.

Running a network requires having shows that are consistent and available for their fans. You don't get to just drop off content and run, even if some shows insist that it’s a normal thing. An estimated 60% of requests to be added to my network come with caveats of time constraints. This filters the pool quickly for me though. I accept the timezone issues, but that’s about it.

I understand that 99% don’t make a living from podcasting. The downside is that this is never going to change unless shows find a way to make that time. You can't just talk about being a big show with 100,000 downloads per episode without executing like shows that do it. This is a major obstacle for many. Casual podcasters are usually not welcome on a network. Perhaps that is just mine though since I can’t speak for others.

After a few failed attempts to make a new podcast into a steady one, the perspective has changed. Developing contractual agreements are not on the table though. That kind of commitment it too heavy for this medium at this stage at least. I would be shocked if networks like Podcast One or Adam Carolla’s network does not apply contracts, then again, they make money.

This is an area that I am certainly learning how to execute correctly to protect the network from flaky shows. There has to be a reasonable way to make this less of a risk than it currently is. Leave a comment if you have a suggestion and I will certainly listen.

2015 and Beyond

Overall, I have thousands of hours in building the network to what it is today. In 2015, I enlisted the help of a graphic designer and audio engineer to help me where I needed it the most. They literally took the entire network to a whole new level. I have to acknowledge them for their part in making all of this happen.

I started the year off with a positive attitude and a plan. This was an opportunity to take what is already there and build upon it. Perhaps, it’s for nothing, but there are people who are watching, listening, and certainly paying attention. Social media has been very kind and each day new followers come in to see what the commotion is all about.

Social media is the key along with solid content creation. This doesn't mean just podcast episodes. It’s the entire scope including a website, social, blogging, third-party exchanges, and anything else you can create for. Being only one person makes it a challenge, but soon there will be more. I know that podcasting is going to die shortly.

Ahhh! I don't mean the medium of podcasting, I mean the word. Soon, networks and podcasters will have to become publishers or continue being at the bottom. The whole thing is blurred already with YouTubers calling themselves a podcast show. We are evolving and I don’t want a word to separate us. We can all be publishers together. This is where I am moving to. Eventually, I will have to rename the site if this is ever successful.

My goal was to end the year with 50 podcast shows on the network pushing content, but with the bumps in the road, I think I need to dial it back to 20. The end goal is 100 of the very best podcast shows I can find that want to be a part of it. It’s not easy and there are plenty of networks for shows to choose from.

One major sticking point for me is advertising and sponsorship. I am completely against it. Weird, right? I want to prove we can do it without plastering ads all over the website or by doing midrolls. I believe that paid content is nothing more than a sellout. I believe in complete separation from content and advertisers. It keeps the editorial control in the hands of the content creators.

This obviously is going to force us to find a way to still generate income using different methods. Our options could be Patreon, donations, fundraisers, merchandise, or some of the other avenues. There are plenty of options and I am not willing to bend at a sponsors will because there was a message that they didn't agree with on the network.

Final Thoughts

I still have so much to do with my network, but the progress is obvious. I want the network to bridge listeners with creators and make it a one stop shop for the audio community. This is only a segment of what my grand plan is and one that will be a pillar in my strategy. The AM Podcast Network will be a premier platform going into the next 12–18 months as long as I can keep the momentum.

Networks are the future as long as they can stay away from the traditional TV network model. We are going to use the internet model of being there where ever and when ever you want us. Shows still need independence but bring a presence to the network. This is a team effort that makes sense for everyone involved.

Social media will be a key part of the success, and those networks that really embrace this idea will win the most. If you are a podcast or a network, you must use social media or die. It’s really that simple. I write about this extensively in the community and hopefully some of you are already doing this.

Hopefully I can write another one of these in 6 months and go deeper. I want to share with people what goes into making this all work. It’s more than just building a website. I am building my empire!